2014 Brandcameo Product Placement Awards

campaigns

Spray it Forward: Kenneth Cole Taps Google Glass for Good Deeds Campaign

Posted by Sheila Shayon on March 5, 2014 03:55 PM

Combining wearable tech, a modern "stand-up" guy and a pay-it-forward ethos, Kenneth Cole's "Man Up for Mankind Challenge" asks men to perform a "gentlemanly deed" every day for the next three weeks—21 Days, 21 Deeds—in return for eligibility to win a Mankind toolkit valued at $1,000.

While Diane Von Furstenberg was the first fashion designer to put Google Glass on the runway, as she did during her New York Fashion Week show in 2012, Kenneth Cole is aiming to be Google Glass fashion pioneer of another sort, but featuring the app in a campaign for its new Mankind fragrance. (L'Oreal, meanwhile, is using the device internally, as a teaching tool for its network of stylists.)

Once Kenneth Cole's augmented reality app is downloaded, users of the geek chic wearable computer will receive an alert in their viewfinder with a reminder of that day's deed, such as the gentlemanly “offer to carry a lady’s bag,” “buy a stranger a coffee,” or “donate old clothes to a local shelter.”

They're being encouraged to snap and share photos of themselves in action on a dedicated site and to tweet their deeds during the three-week challenge with the hashtag #manupformankind. Non-Glass wearers can participate using a smartphone or digital camera, too.Continue reading...

fashion week

Upstart Shows Take Their Cue as Mercedes-Benz Fashion Week Falters

Posted by Sheila Shayon on February 13, 2014 10:49 AM

Beyond the glitz and the glamour and past the sky-high heels, New York's iconic Fashion Week is changing. For the dozens of high-fashion veterans, it's for the worse. The semi-annual display at New York's Lincoln Center has been overly commercialized, designers say, and is no longer an intimate or exclusive event, but more like a media circus. 

And so this year, it wasn't a surprise to find out that major designers like Vera Wang, Diane Von Furstenberg and Michael Kors went their own route, hosting their shows away from the iconic white tents so they could "more easily control the crowd and better refine their marketing vision," Bloomberg Businessweek notes. “The epicenter of Fashion Week, that bastion of aspirational luxury and pretty clothes, has become un-chic.” 

That's not good for the longevity of IMG, which has owned the festivities since 2001. But more problematic than outsourcing designers are the many pop-up shows and Fashion Week off-shoots that are firmly establishing a presence of their own. 

Take MADE, the 5-year-old fashion show event from the Creative Artist Agency, which hosts its shows downtown at Milk Studios. While MADE may not see itself as a direct competitor to NYFW, it certainly could be considered "cooler."Continue reading...

brand partners

Diane von Furstenberg, Google Host 'Shoppable' Google+ Hangout

Posted by Alicia Ciccone on October 7, 2013 04:03 PM

Google and high-end designer Diane von Furstenberg have continued to build out their budding relationship since Glass first graced the designer's runway in 2012. Their latest collaboration roped in Google's namesake social network, creating a 'shoppable' Google hangout where participants could click to buy DVF products as the designer fielded questions about her life and career. 

The event, which took place last week, was a first for the network, which is still struggling to make a play for mainstream social users. But the partnership with DVF showed off the site's capabilites well, displaying a window of DVF products for sale to the right of the video window on users' screens. The shoppable hangout is the first of its kind in a string of planned partnerships with other CFDA (Council of Fashion Designers of America) designers, Von Furstenberg being the first as president of the organization.Continue reading...

fashion week

Heart of Glass: Diane Von Furstenberg x Google Puts Augmented Reality on Runway

Posted by Shirley Brady on September 10, 2012 10:04 AM

Call it Projector Runway. Diane von Furstenberg made a splash with her collection that debuted Sunday during the New York Fashion Week Spring/Summer 2013 shows — and not just for her chic prints and flowing palazzo pants.

The New York-based designer also put Google Glass augmented reality glasses on the catwalk, with her models wearing the high-tech specs and capturing the action on the runway (more on that below).

Also wearing the web-enabled specs at the show: Google co-founder Sergey Brin and von Furstenberg (who addressed Googlers on her vision back in 2006) herself.Continue reading...

fashion week

Mercedes-Benz Fashion Week Brings Fall 2012 Inspiration to the World

Posted by Sheila Shayon on February 8, 2012 07:01 PM

New York Giants Super Bowl champion Victor Cruz cut the ribbon today in a kick-off event for New York's Mercedes-Benz Fashion Week, now gearing up to debut Fall 2012 collections starting Thursday morning at Lincoln Center.

There's also a whirlwind of virtual activity in what the HighLow blog calls "the most egalitarian" New York Fashion Week yet, including a Facebook invitation to RSVP to live-streams of the runway shows and join the conversation on Twitter via the #liverunway hashtag.

YouTube and Maybelline will once again sponsor a real-time YouTube channel that will bring 30 of the Fall 2012 runway shows to the world. The runway videos will also be archived at the Mercedes-Benz Fashion Week YouTube channel.

Cover Girl is partnering with Polyvore and the Fashion Institute of Technology on Polyvore.com/Live, which will see four FIT grads debut their collections to an audience of fashion insiders and bloggers: Lauren Bagliore, Vengsarkar “Ven” Budhu, Sergio Guadarrama, and Dana-Maxx Pomerantz.Continue reading...

fashion week

New York Fashion Week Kicks Off With Obama Collection

Posted by Sheila Shayon on February 8, 2012 11:19 AM

President Obama has returned to e-commerce and haute couture with Runway to Win, a collaborative campaign merchandise fundraiser pegged to the kickoff of New York Fashion Week. As fashionistas rev up for the Fall 2012 collections, designers and Dem supporters have been rallying to raise money, chicly, for the president's re-election campaign.

The collection features patriotic clothing and accessories, moderately priced from $45 to $95, from top designers including Tory Burch, Rachel Roy, Derek Lam, Beyoncé and Tina Knowles, Marcus Wainwright and David Neville, Proenza Schouler's Jack McCollough and Lazaro Hernandez, Diane von Furstenberg, Narciso Rodriguez, Vera Wang, Thakoon, Jason Wu, Grace Tsao-Wu and Laura Kofoid of Laudi Vindi, Marc Jacobs and Tracy Reese.Continue reading...

fashion therapy

NYC Takes a Page From Reality TV With Project Pop-Up

Posted by Mark J. Miller on January 30, 2012 10:01 AM

Plenty of “reality” competitions are filmed in New York City, but now the city is producing one of its own. To help draw more young fashion designers to the Big Apple, the city has taken a page from Project Runway and created the Project Pop-Up project.

The Big Apple is putting up $175,000 to sponsor an annual competition that will give the winner pop-up shops in Manhattan to sell his or her wares. The whole thing was dreamed up the New York City Economic Development Corporation (NYCEDC) in partnership with a trio of fashion-industry bigwigs: designer Diane von Furstenberg, who is also president of the Council of Fashion Designers of America; Macy’s CEO Terry Lundgren; and Theory CEO Andrew Rosen.Continue reading...

fashion therapy

eBay Joins with CFDA Designers on Anti-Counterfeiting Campaign

Posted by Shirley Brady on July 11, 2011 04:30 PM

As the world's largest online marketplace, eBay has to constantly defend its brand against vendors selling knock-off branded goods on its site.

To make clear its commitment to thwarting counterfeiters, eBay has partnered with the US Council of Fashion Designers of America on "You Can't Fake Fashion," a campaign to raise awareness against counterfeit goods and celebrate original design.Continue reading...

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